Get free PR

Local media is a powerful tool – getting journalists to write stories about you can be more believable than what you say about yourself.

People often believe what they read in the newspapers, see on the TV and hear on the radio, so every time you get your name in print you are automatically an expert in your field and stand out from your competitors.

If you were a dentist for example, you could contact the local media during 'National Smile Week' and say that you were available to comment for free.

How do you do this?

Send a press release so that you can dictate what people write about you and there is less chance of them getting the facts wrong. There is no need to rely on marketing to do this for you, as they are quick and easy to write and can pay huge dividends.

For example, a club introducing a Brazilian Body Pole into studio classes ended up with prime time local TV coverage and an article in the local news after sending a press release. It was free, created interest and more importantly, made the phone ring.

Here are a few tips on writing a good press release:

• Make it relevant by linking to an event, research findings or other action
• Include the who, what, where and when – preferably at the beginning
• Back these up with facts and figures
• Use clear and interesting examples and quotes

So, as the government launches various health and fitness campaigns in the media, why not contact both local and national newspapers/TV networks to offer your expertise on fighting obesity?

You could also work with your general manager and fitness experts to plan a PR calendar for your club in 2009, aiming to get one free PR piece every month which you can link to national events (i.e. National Men’s Health Week).

Get more expert positioning in tough times. Get free PR!

Lesley Aitken
International Business Consultant
Mobile: +44 (0)7815 800 939
www.fitpro.com/business/training